The number of individual viewers who've watched "Bird Box" could easily be higher than 45 million, with multiple profiles per account and the high prevalence of account sharing. If it's a good show, you deserve an Emmy.

It's an impressive figure, certainly, but one that also requires a "Star Wars" scroll-worth of disclaimers, qualifiers and questions - several of them immediately posed by journalists and TV industry rivals, who have been frustrated by the streaming giant's unwillingness to divulge such information.

By these guidelines, Bird Box may actually have more than 45 million actual views and not all of them made it through to the film's end, but the net result remains unchanged: a whole lot of people chose to check out the thriller with some scaring themselves so much they no longer want to look outside.

If you've seen it, you're aware of the multitudes that brief statement contains.

It would be hard, for example, to say what the activity of 45 million accounts equates to in traditional box office terms.

If you've been on social media in the last couple of weeks, you might get the impression that Bird Box has been a bit of a hit for Netflix.

"I posit most people were unaware of "Bird Box" until they saw it on their Netflix account, or heard about it from friends", Lefsetz wrote in his blog. Still, Bird Box was one of the most talked-about horror movies of December. Each account was only counted once.

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